Marketing de influência: como os influenciadores digitais moldam percepções e habitos de consumo da Geração Z entre os estudantes de administração da UESPI nas redes sociais

Abstract

This study aimed to analyze how influencer marketing on social media contributes to shaping the consumption preferences of students enrolled in the Business Administration program at the Poeta Torquato Neto campus of the State University of Piauí (UESPI). The research adopted a qualitative, applied, and descriptive approach, using an online questionnaire with open and closed questions answered by 37 evening students. The analysis revealed that digital influencers play a decisive role in building perceptions and influencing young consumers’ purchasing decisions, especially when there is alignment in values, lifestyles, and shared experiences. Factors such as authenticity, coherence, closeness, and transparency proved essential for strengthening trust and emotional connection between audiences and content creators. Participants also demonstrated critical thinking and selectivity when assessing marketing strategies, recognizing when content appears forced or purely financially motivated. The findings indicate that influencer marketing goes beyond mere product promotion, acting as a symbolic force that shapes desires, perceptions, and consumption behaviors reflecting the transformations of a connected society. Therefore, understanding this phenomenon is crucial for marketing professionals, who must continuously adapt to new digital communication dynamics. Future research should expand the sample and employ mixed methods to provide a more comprehensive analysis of consumer behavior on social media.